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SPONSOR-SCOPE continued
All lliat JWT would say about the uproar its Ford Dealer Association pec caused by asking radio stations to change from a national to a local rate card was this: "V^ e'll wait and see how many stations are agreeable to our proposal." ^ hat ignited the reps as well as stations was the fact that the business had been rnmj for years at the national rate and the agency was fully aware of the wide-flung poi among stations that limited the retail rate to service and used car dealers.
W atch for the petroleum giants to make huge changes in merchandising i advertising concepts during the second half of this year.
The reason: Almost all of them are going transcontinental. That means reorgaiiis and reorientation of their marketing on a grand scale.
Significance of the trend for air media: the merchandising programs will h3v national contour but the dealer support will still he dealt out on a selective basis.
You can find a number of the tire, battery and auto accessories accounts wb reflect the uneasiness that's hit their field by shopping around for new agencie
The cause of this disturbance: the epochal changes that have been taking place automotive market as a whole and triggered by the compact trend.
The basic problem that tires, batteries and accessories are groping to solve: a marl ing philosophy that will bring them into consonance with the Detroit revolution.
One such account also said to be shopping: Electric Autolite. which spend $3 million. It had been a traditional Chrysler supplier.
Michigan Avenueites can take cheer from this turn of events:
Compton. New York, is sending an account team headed by Bert Upson to handle newly acquired Alberto-Culver business out of Chicago.
Chicago agencymen had been concerned by agencies snatching off midwest accounts moving them to their New \ ork lairs.
There could be a straw in the wind here: six Tulsa radio stations have got togetl for a cooperative campaign to sell the market and their medium.
Some years ago they did a similar job. They now feel the time is ripe to document
latest facts, techniques and successes.
Gross time billings for the three tv networks collectively were up 1(K7 June and 8.9% for the first six months as compared to the year before.
New 1960 figures: ABC TV. sll.94fi.700. plus 33.8f7 : CBS TY.' $22.004. 107. plus I NBC TV. sl8.959.323. plus 5.4%. For the first six months: ABC TY. S76.950.570. 25.3', : CBS TV. .-13,8.292.384. plus 5%; NBC TV, sl20.992.398. plus 4.8 f7 .
The demand for participations in local tv kid shows has become so great beverage mixes have had to content themselves with the company of three or four fellow ucts within the same hour.
\s a result, if they get as much as a 10-minute separation they consider then as doing well.
What aggravates the problem, of course: the most popular syndicated films hern eorraled by a single station in a market and all the beverages and beverage i want to get on that station.
For other news coverage in this issue, see Newsmaker of the Week, pas Spot Buys, page 30: News and Idea Wrap-Up. page 66: Washington Week, page 59: sro Hear-. pa»e 62: Tv and Radio Newsmakers, page 74: and Film-Scope, page 60.
SPONSOR • 8 AUGUST
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